the 9th icoria 2010kevin keller, henry robben and maggie geuens). the fourth edition of each of...

The 9th ICORIA 2010 Madrid

© ESIC EDITORIALAvda. de Valdenigrales, s/n. 28223 Pozuelo de Alarcón (Madrid)Tel. 91 452 41 00 - Fax 91 352 85 34www.esic.es

© European Advertising Academy© www.icoria.org

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The 9th ICORIA 2010 Madrid6

Conference rooms at Hotel Melia Madrid Princesa

Welcome to the 9th ICORIA 2010 in Madrid

In an increasingly globalized world, advertising is becoming an increasingly complex and unpredictablephenomenon. The theme for the 9th International Conference on Research in Advertising, or ICORIA, concernsour diversity as individuals, as nationals and as cultures. We received a broad range of theoretical and empiricalperspectives and methodologies from more than 20 countries. This year researchers, students, and practitionerswill all meet together in one of the most exciting cities in Europe: Madrid.

Madrid is Spain’s largest city, with a population of some five million. It is regarded by the Spanish state asan autonomous community in its own right. Home to some of Europe’s most important art galleries andmuseums, including the Prado, the Reina Sofía and the Thyssen-Bornemisza, Madrid is a dynamic metropoliswith a cultural atmosphere and a vibrant nigh-life. We hope you will enjoy in full the vitality and exoticism ofMadrid.

In association with the European Advertising Academy, the Universidad Autónoma de Madrid (UAM) ishosting the 9th ICORIA. Founded in 1968, the UAM is a public university located at the beautiful campus ofCantoblanco. UAM is one of the most respected universities in Spain, and has a strong international reputationin teaching and research. As a result, the joint program of the UAM and the Spanish National Research Councilwas chosen as an International Campus of Excellence by the Ministry of Education, with the objective of makingour university one of the best European universities by 2015.

Although the world economic crisis has overshadowed our preparation, we have done our best to make thisconference as meaningful and enjoyable as possible. Several organizations and institutions deserve our mostsincere acknowledgment. Besides the UAM itself, the Ministry of Science and Innovation, the MadridConvention Bureau, the Yoshida Hideo Memorial Foundation, the KDDI Foundation, D2 Communications, andthe World Advertising Resource Center (in association with the International Journal of Advertising), theJournal of Marketing Communications, SONY, the INNOGROUP all, and ESIC Editorial all provided generoussupport. We also thank the reviewers who responded so kindly at very short notice.

Finally, what is, after all, the key to enjoying the 9th ICORIA and the city of Madrid? The Spanish state ofmind, of course—so be relaxed and enjoy!

SHINTARO OKAZAKI

Conference Chair, The 9th ICORIA 2010 Madrid


Key Note Presenter

Maggie Geuens obtained a degree in Commercial Engineering from the University of Antwerp in 1992. In1998 she obtained a PhD in Applied Economics from the University of Antwerp, Belgium, where she alsoworked as an assistant professor. Currently she is Professor of Marketing at Ghent University, and academicdirector of the Brand Management Centre at the Vlerick Leuven Gent Management School.

Her main field of research interest is in advertising, branding and consumer behavior. She has recently alsoco-authored several papers on more methodological issues, such as response styles and scale development. Inthese interesting fields she has contributed to over sixty papers and research reports, and has published in suchjournals as the International Journal of Research in Marketing, the Journal of the Academy of MarketingScience, Psychological Methods, the Journal of Health Communication, the Journal of Advertising, Psychologyand Marketing, the International Journal of Advertising, the Journal of Business Research, the Journal ofMarketing Communications, the International Marketing Review, Psychologica Belgica, Tourism Management,Advances in Consumer Research, the Journal of Business and Psychology, the Psychological Review, Educationaland Psychological Measurement, Applied Psychological Measurement, the International Journal of Advertisingand Marketing to Children, and the Journal of Consumer and Market Research. She is also a member of theeditorial board of the Journal of Business Research, the International Journal of Advertising and the Journal ofMarketing Communications, and she also reviews articles regularly for the Journal of Marketing, theInternational Journal of Research in Marketing, the Journal of Advertising and the Journal of Business Ethics.In 2009 she was awarded the 2009 JBR Exceptional Reviewer Award for Buyer Behavior.

Her work is also presented regularly at conferences such as the Association for Consumer ResearchConference (ACR), the Society for Consumer Psychology Conference (SCP), the European Marketing AcademyConference (EMAC), the International Conference on Research in Advertising (ICORIA), and the InternationalConference on Corporate and Marketing Communication (ICCM). At the latter conference she won the BestPaper Award in 1996, and the Best Working Paper Award in 2002 and 2005.

She has co-authored one international textbook: Marketing Communications (by Patrick De Pelsmacker,Maggie Geuens and Joeri Van den Bergh) and one Dutch text book, Marketing Management (by Philip Kotler,Kevin Keller, Henry Robben and Maggie Geuens). The fourth edition of each of these textbooks has just beenreleased.

Maggie teaches such courses as Marketing Management, Strategic Brand Communications, ConsumerBehavior and Advanced Topics in Marketing. In the past she also taught a Market Research and MarketingCommunications course. She has teaching experience in Belgium, The Netherlands, Italy, Kazakhstan, Russiaand Vietnam. She is also involved in consultancy on a regular basis.


Detailed Conference Program

June 25th 20109:00-10:00

The 9th ICORIA Plenary Opening Session

Session chair: Shintaro OkazakiLocation: Sabatini I

Welcome to Madrid. Rector, Dr. JOSÉ Mª SANZ MARTÍNEZ, Universidad Autónoma de Madrid. Vice-Chancellorof Postgraduate Study, Dr. ÁNGEL RODRÍGUEZ GARCÍA-BRAZALES, Universidad Autónoma de Madrid

Key Note Presentation. “The Effect of Language on Response Distributions in Likert Data”. ProfessorMAGGIE GEUENS, Ghent University (Belgium)

June 25th 2010 Competitive Papers10:30-12:00

Brand communication

Session chair: Las BergkvistLocation: Cibeles I

Are you impressed? Portfolio advertising as a means of strengthening the corporate brand and its productbrands. FRANZ-RUDOLF ESCH, CHRISTIAN BRUNNER

It’s not just about the brand, it’s about me: the effects of self-brand connections on brand evaluationfollowing brand failure. SHIRLEY Y. Y. CHENG, TIFFANY BARNETT WHITE, LAN NGUYEN CHAPLIN

Does verbal anchoring improve the brand communication effects of ads with pictorial metaphors? LARS

BERGKVIST, DANIEL EIDERBÄCK, MICHAELA PALOMBO

Let’s face the truth: The importance of faces as advertising cues. DIETER GRAMMENS, PATRICK VYNCKE, YANN

VERHELLEN, JUAN-MANUEL PALOMO



Appeals and values

Session chair: Patrick De PelsmackerLocation: Cibeles II

Visual and verbal appeals in advertising for new brands and line extensions. BIANCA PUTTEMANS, NATHALIE

DENS, PATRICK DE PELSMACKER

Impact of congruency and time pressure during simultaneous exposure to a program and an interactiveadvertisement. KATARINA PANIC, VEROLIEN CAUBERGHE, PATRICK DE PELSMACKER

Ad(d)ing value through a mismatch: effects of incongruent advertising on a magazine. JONAS COLLIANDER,MICAEL DAHLÉN, SARA ROSENGREN, FREDRIK TÖRN

The influence of symbolism on colour preferences in a print advertising context: an exploratory study.ANTIGONE G. KYROUSI, GEORGE G. PANIGYRAKIS, ATHINA Y. ZOTOU

June 25th 201010:30-12:00

Media context

Session chair: Douglas WestLocation: Madrid II

Radio advertising: a study of genre and effect. LARS PYNT ANDERSEN

Public opinion towards digital billboards in the United States: an analysis of recent polls. CHARLES R.TAYLOR

Eye-catching: which factors of a magazine advertisement and its context can attract and hold visualattention? SOPHIE BOERMAN, EDITH SMIT, LEX VAN MEURS

Effects of celebrity endorsers’ attractiveness and expertise on brand recall of transformational andinformational products. TOBIAS LANGNER, MARTIN EISEND



eWOM

Session chair: María SiciliaLocation: Sabatini I

Consumers’ decisions to regulate affect: the role of online product recommendations. INÉS LÓPEZ, SALVADOR

RUIZ, LUK WARLOP

The ironic effects of organizational responses to negative online consumer reviews. PETER KERKHOF, SONJA

UTZ, CAMIEL BEUKEBOOM

Suppression effect of trustworthiness on the relation between source expertise and online review attitude.LOTTE M. WILLEMSEN, PETER NEIJENS, SANDER HENGEVELD

Determinants of e-WOM influence: the role of consumers’ Internet experience. MANUELA LOPEZ, MARÍA SICILIA

June 25th 201012:10-13:40

Emotion

Session chair: María José Miquel-RomeroLocation: Cibeles I

Identifying the best addressee when consumers share their emotions. INÉS LÓPEZ, SALVADOR RUIZ, LUK WARLOP

The effectiveness of regulatory (in)congruency: the moderating role of the message’s rationality versusemotionality. ERLINDE CORNELIS, LEEN ADAMS, VEROLINE CAUBERGHE

Cosmetic advertising and motives for buying cosmetic products. FRANCISCO COSTA PEREIRA, ANA CRISTINA

ANTUNES, SOFIA NOBRE

As the ad marches bleeding rhetoric retreats: consumers’ emotions and attitudes towards simple andrhetorically constructed violent ads. IOANNIS G. THEODORAKIS, VLASIS STATHAKOPOULOS



Social marketing

Session chair: Patrick HartmannLocation: Cibeles II

The automatic effects of social comparison on purchase intentions. LAWRENCE ANG, RICKNEE SIM

How can social communication improve safe practices? The potential of ambient communication.GUENDALINA GRAFFIGNA, ROSSELLA C. GAMBETTI, CLAUDIO A. BOSIO

Authority, professional identity, and power in a neglected occupational field - strategic responsibility andplanning in advertising. GUIDO ZURSTIEGE, TINO G. K. MEITZ

Biospheric environment and green advertising effectiveness: evidence from a Spanish desert. PATRICK

HARTMANN, VANESSA APAOLAZA-IBÁÑEZ

June 25th 201012:10-13:40

Retailing & advertising

Session chair: Tobias LangnerLocation: Madrid II

The effect of advertising related psychographic factors on store brand purchase intention. SHALOM LEVY,HANA GENDEL-GUTERMAN

Promotional flyers and building of retail brand associations at big boxes stores format. ROBERTO MANZANO,MAGDALENA FERRÁN, MARÍA PUELLES, CARMEN ABRIL

Retailer responses to brand extension congruity. IVAR VERMEULEN, BO VAN GRINSVEN, BEAU AVIVA KOPPENHOL-HAJIAN

The effectiveness of digital versus traditional signage in a retail environment. NEAL VAN LOOCK, IRIS

VERMEIR, MAGGIE GEUENS



Mobile device

Session chair: Hairong LiLocation: Sabatini I

Exploring QR code mobile promotion. SHINTARO OKAZAKI, MORIKAZU HIROSE, HAIRONG LI

Ubiquitous promotion and privacy concerns: an experiment. SHINTARO OKAZAKI, ÁNGELES NAVARRO-BAILÓN

Mobile travel services a three-country study into the impact of local circumstances. H. BOUWMAN, C. CARLSSON,C. LÓPEZ-NICOLÁS, B. MCKENNA, F. MOLINA-CASTILLO, T. TUUNANEN, P. WALDEN

The effect of mobile coupon benefits and privacy concerns on attitude and intention. MORIKAZU HIROSE

June 25th 201015:00-16:30

Health

Session chair: Maggie Geuens Location: Cibeles I

Advertising influences on youth alcohol consumption: does the age matter? MARÍA JOSÉ MIQUEL ROMERO,FRANCO MANUEL SANCHO-ESPER

The impact of personality differences on efficacy, attitude and behavioural intention in HIV/AIDS fearappeal advertising. MARLIZE TERBLANCHE-SMIT, NIC S. TERBLANCHE

Europeans’ behavior against climate change: the role of information level, motivation, and attitudes. JOSÉ

MANUEL ORTEGA EGEA, NIEVES GARCÍA DE FRUTOS

Confusion between advertising and other elements from the social and media context as factors thatinfluence eating disorders. Results from the delphi panel of health experts. MÒNIKA JIMÉNEZ MORALES,MARÍA VICTORIA CARRILLO DURÁN, MARÍA SÁNCHEZ HERNÁNDEZ



Modeling

Session chair: Edward C. MalthouseLocation: Cibeles II

Do new forms of television advertising occasion better recall than traditional advertising spots? Ananalysis proposal by means of probit models. MARÍA ARRAZOLA, JOSÉ DE HEVIA, PEDRO REINARES, RICARDO

REINARES

Package advertising claims on new products: impact on firm value. NORA LADO, ESTER MARTÍNEZ-ROS,MERCEDES MARTOS-PARTAL

The response surface process for optimal allocation of online budgets between push and pull. EDWARD C.MALTHOUSE, DON SCHULTZ

Visual strategies and ease of choice in a non-linear model for in-store behavior. JESPER CLEMENT

June 25th 201015:00-16:30

IMC

Session chair: Luisa AndreuLocation: Madrid II

Adopting the principles of integrated marketing communication (IMC) to improve employees’assimilation capacity. DAVID JIMÉNEZ-CASTILLO, MANUEL SÁNCHEZ-PÉREZ

Consumers’ awareness of CSR service-based initiatives: emotional or rational appeals? LUISA ANDREU,ANNA S. MATTILA, JOAQUÍN ALDÁS

What is the best communication strategy (integration vs. repetition) to persuade consumers? An analysisacross levels of brand familiarity. ÁNGELES NAVARRO-BAILÓN, ELENA DELGADO-BALLESTER, MARÍA SICILIA

Ad agency professionals’ mental models of advertising creativity. GERGELY NYILASY, PEGGY KRESHEL



Children

Session chair: Enrique BignéLocation: Sabatini I

Commercial or not? Differences in the perception of TV advertisements and advergames by children.MARTIN WAIGUNY, RALF TERLUTTER

Children’s advertising literacy: do BMI, body shape perception and self-esteem matter? JULIA SPIELVOGEL,RALF TERLUTTER

The effects of advertising on children’s materialistic orientations: a longitudinal study. SUZANNA J. OPREE,MONIEK BUIJZEN, PATTI M. VALKENBURG, EVA A. VAN REIJMERSDAL

Children’s scepticism towards television advertising. MARGARET-ANNE LAWLOR

June 25th 2010 Plenary session16:40-17:40

Meet the Editors


Panelists:

• Journal of Advertising, Editor: Professor MARLA B. ROYNE

• Journal of Advertising Research, Editor: Professor DOUGLAS WEST

• International Journal of Advertising, Editor: Professor CHARLES R. TAYLOR

• Journal of Interactive Marketing, Editor: Professor EDWARD C. MALTHOUSE

• International Journal of Public Opinion Research, Editor: Professor PETER NEIJENS

• Journal of Marketing Communications, Associate Editor: Professor PATRICK DE PELSMACKER



Online consumers

Session chair: Peter KerkhofLocation: Cibeles I

Football club Websites: factors enhancing digital relations. ANASTASIOS PANOPOULOS, ILIAS KAPARELIOTIS,PROKOPIS THEODORIDIS

Balance and sequence in online reviews: the wrap effect. NATHALIA PURNAWIRAWAN, PATRICK DE PELSMACKER,NATHALIE DENS

Why corporate blogs are useless: consumer avoidance of corporate blogs. DOORI SONG, JOONGHWA LEE

Factors affecting attention to online advertising: an eye tracking study. SANGRUO HUANG, HAIRONG LI

June 26th 20109:00-10:30

Events & Experience

Session chair: Martin EisendLocation: Cibeles II

The advertising effectiveness of product placement in fictional television series as a function of temporalconnectedness and spectator attitudes. JESÚS BERMEJO BERROS

New ways of online communication strategies. FRANCISCO COSTA PEREIRA, JORGE VERÍSSIMO, MARIA DO

ROSÁRIO CORREIA

Form and content of the customer interface: the moderating effect of market type on purchase intentions.IVANA BUSLJETA BANKS, DOMINIK MAHR

“You matter - we care” Communicating (lack of) empathy to customers in a transitional economy: Thecase of hospitality industry in Croatia. IVANA BUSLJETA BANKS, NATHALIA PURNAWIRAWAN, MARIJKE BERTELS



Consumer perceptions

Session chair: Francisco Costa PereiraLocation: Madrid II

Brand personality: antecedent and consequences. MERABET AMINA, BENHABIB ABDEREZZAK

Magritte’s art stylistic patterns in Spanish advertising: one magazine content analysis (1995-2005). MARTA

MENSA, DAVID ROCA

A comparative study on advertising avoidance and perceived intrusiveness. CRISTINA ETAYO, DAN PETROVICI

Sampling in content analysis of advertising: the case of Chilean consumer magazines. RODRIGO URIBE B.,ENRIQUE MANZUR M.

June 26th 20109:00-10:30

Media & Society

Session chair: Larry PercyLocation: Sabatini I

Consumer reactions towards experienced-based marketing communication. MARIEKE FRANSEN, THOMAS

VAN ROMPAY

The effect of ad-elicited arousal on the consumer’s memory. HILA RIEMER, HAYDEN NOEL

Did you hear it on the radio? The effectiveness of brand name placement in song lyrics. YVES VAN

VAERENBERGH, DIENEKE VAN DE SOMPEL, NEAL VAN LOOCK, IRIS VERMEIR

Effects of brand placement disclosures on audience reactions and persuasion knowledge. EVA VAN REIJMERSDAL,KAROLINA TUTAJ



Advertising effect

Session chair: Edith SmitLocation: Cibeles I

The influence of the media and advertising on eating disorders. RUTH S. CONTRERAS ESPINOSA, ZAHAIRA F.GONZÁLEZ ROMO, IRENE GARCÍA MEDINA, MÒNIKA JIMÉNEZ MORALES, VICTORIA CARRILLO DURÁN, MARÍA

SÁNCHEZ HERNÁNDEZ

How personality traits affect crisis perceptions: an experimental test of the use of crisis response strategiesand the moderating effects of locus of control. AN-SOFIE CLAEYS, VEROLIEN CAUBERGHE, PATRICK VYNCKE

The effectiveness of publicity versus advertising: a meta-analysis. MARTIN EISEND, FRANZISKA KÜSTER-ROHDE

The relationship between gender stereotyping in advertising and gender-related values in society. MARTIN

EISEND

June 26th 201011:00-12:30

Customer Life Cycle

Session chair: John R. RossiterLocation: Cibeles II

Targeting older consumers: exploring the advertising impact of the (subjective) age of models used inadvertising. KATARINA PANIC, VEROLIEN CAUBERGHE, DELPHINE VERHOYE

Affect is an important factor in processing Alzheimer disease awareness messages. MARTINE LEWI, PATRICK

DE PELSMACKER

A theory of “broken teeth”: the broken windows theory applied to the deterioration of patterns ofconsumptions in elderly consumers. GIANLUIGI GUIDO, M. IRENE PRETE, GIOVANNI PINO, ILARIA BRUNO

Life changing situations as segmentation strategy for media companies and advertisers. ANDREA LEOPOLD,SANDRA DIEHL



Social media

Session chair: Fred BronnerLocation: Madrid II

Advertising blogosphere: content analysis of adblogs. ULUN AKTURAN

Brand-related social media use: validating cobra motivations. DANIËL G. MUNTINGA, MARJOLEIN MOORMAN,EDITH SMIT, SASKIA WIJSMAN

The perceived usefulness of online consumer reviews. LOTTE WILLEMSEN, FRED BRONNER, PETER NEIJENS

Material pursuits in a virtual world: beliefs, attitudes, and behaviors towards social media advertising,brand consciousness and purchase intention of luxury products. SHU-CHUAN CHU, SARA KAMAL

June 26th 201011:00-12:30

International advertising

Session chair: Charles R. TaylorLocation: Sabatini I

A cross-cultural comparison of social media usage. DON E. SCHULTZ, MARTIN P. BLOCK

Global consumer culture and advertising execution: a multi-country comparison. BARBARA MUELLER,SHINTARO OKAZAKI, SANDRA DIEHL

The impact of economic downturns on advertising planning & execution: the case of Japan’s lost decade.SHINTARO OKAZAKI, BARBARA MUELLER

Differences in worldwide agency creatives and managers: originality vs strategy appropriateness usingsample stratification. SHEILA L. SASSER, SCOTT KOSLOW



Culture

Session chair: Sandra DiehlLocation: Cibeles I

Cultural differences and advertising scepticism among youth. JOYCE KOEMAN

Frame switching of aesthetic preference: a study of bicultural consumers. DANNY C. K. HO

The influence of culture on usability perception of international websites. ISABEL OLLER, ROSA RUDÓ

June 26th 201012:40-13:40

Direct marketing

Session chair: Barbara MuellerLocation: Cibeles II

The role of price-related attitudes on the impact of direct marketing communications: an application fordirect mailings. M. HÉLÈNE DE CANNIÈRE, JUAN CARLOS GÁZQUEZ-ABAD, FRANCISCO J. MARTÍNEZ-LÓPEZ

The role of genre personae relationships on teleshopping behavior. RAFAEL CURRÁS-PÉREZ, MARÍA JOSÉ

MIQUEL-ROMERO, CARLA RUIZ-MAFÉ, SILVIA SANZ-BLAS

“Dear John” is not enough. Investigating the effects of personalized e-mail advertising. EWA MASL/OWSKA,EDITH SMIT, BAS VAN DEN PUTTE



Branding

Session chair: Martin P. BlockLocation: Madrid II

Event marketing from different perspectives. MARIEKE FRANSEN, THOMAS VAN ROMPAY, NICOLE VAN DER PLAS

Logo design influences on consumer-brand relationships. MAARTEN TOLBOOM

Pushing the pedals: a quantitative study on the effectiveness of pro-cycling advertisements in differentstages of change. A. J. AIDAN, I. J. VAN DER HOEK

June 26th 2010 Special session12:40-13:40

Special session

Location: Sabatini I

Discussion chair: JOHN R. ROSSITER, University of Wollongong, Australia

Topic: “Eight deadly sins in advertising research - and how to repent”

Panelists:

• LARS BERGKVIST, Nottingham Ningbo University, China

• TOBIAS LANGNER, Bergische University Wuppertal, Germany

• PETER NEIJENS, University of Amsterdam, The Netherlands



Packaging & Design

Session chair: Hairong LiLocation: Cibeles I

The communicative role of packaging in generating customer value: A narrative approach. OUTI UUSITALO,JENNI NIEMELÄ-NYRHINEN, JENNI HAKOLA

Creation of an instrument to measure creativity in graphic design. JOSÉ LUIS AYALA PÉREZ, DANIEL TENA

PARERA

Making money while staying green: linked-benefit appeals and level of product price in green advertising.DOORI SONG, HANNAH KANG

June 26th 2010 15:00-16:00

New perspectives

Session chair: Ralf TerlutterLocation: Cibeles II

Effects of sound predictability on first impressions of novel brand logos. MARTIN SKOV, THOMAS Z. RAMSØY

Hypervideo-based product placement: extending the research agenda. THEO LYNN, LAURENT MUZELLEC

Trivial attributes as taste enhancers: the case of strong and weak brand berry licorice pastilles. HANNA

HJALMARSON, FREDRIK LANGE



Media

Session chair: Michal/MatukinLocation: Madrid II

Universities on the Internet: international brand projection. The case of Spanish universities. ANA

CASTILLO, Mª VICTORIA CARRILLO, CHRIS CHAPLEO

Means-end chain connectivity in consumer evaluation of advertisement. VAI LEONG, SALLY HIBBERT,CHRISTINE ENNEW

Integration of eye movements with brain waves - new approach in marketing research. MICHAL/ MATUKIN,RAFAL/ OHME

June 26th 201015:00-16:00

Consumer evaluation


A study on the impact of TV advertising contacts during dinner. GÜNTER SILBERER, SASCHA STEINMANN, INGA

BLOHM, JULIA VETTER

How to present high involvement assortments: the impact of categorization on decision making for highinvolvement products. TOBIAS LANGNER, MARTIN KRENGEL

Comparing traditional placement and branded entertainment approaches. A case study. ENRIQUE BIGNÉ,INÉS KÜSTER, ASUNCIÓN HERNÁNDEZ, TORPONG SUEMANOTHAM, NATALIA VILA


Best Paper Award

A cash prize of €400 sponsored by the International Journal of Advertising will be awarded to the best papersubmitted. The shortlist has been proposed by the Selection Committee based on the highest review scores duringthe paper selection procedure. The final winner and two commendations have been selected by a jury based onblind reviews, and will be announced at the Gala Dinner on June 25th, Friday.

Nominated papers (in alphabetical order)

CHU, S. C.; KAMAL, S.Material pursuits in a virtual world: beliefs, attitudes, and behaviors towards social media advertising, brandconsciousness and purchase intention of luxury products

COLLIANDER, J.; DAHLÉN, M.; ROSENGREN, S.; TÖRN, F.Ad(d)ing value through a mismatch: effects of incongruent advertising on a magazine

LÓPEZ, M.; SICILIA, M.Determinants of e-WOM influence: the role of consumers’ Internet experience

MIQUEL ROMERO, M.J.; SANCHO-ESPER, F.M.Advertising influences on youth alcohol consumption: does the age matter?

MUELLER, B.; OKAZAKI, S; DIEHL, S.Global consumer culture and advertising execution: a multi-country comparison

RIEMER, H.; NOEL, H.The effect of ad-elicited arousal on the consumer’s memory

TERBLANCHE-SMIT, M.; S. TERBLANCHE, N.The impact of personality differences on efficacy, attitude and behavioural intention in HIV/AIDS fear appealadvertising

VAN REIJMERSDAL, E.; TUTAJ, K.Effects of brand placement disclosures on audience reactions and persuasion knowledge


VAN VAERENBERGH, Y.; VAN DE SOMPEL, D.;VAN LOOCK, N.; VERMEIR, I.Did you hear it on the radio? The effectiveness of brand name placement in song lyrics

WAIGUNY, M.; TERLUTTER, R.Commercial or not? Differences in the perception of TV advertisements and advergames by children

Jury:

SHINTARO OKAZAKI, Universidad Autónoma de Madrid (Conference Chair)

PETER NEIJENS, University of Amsterdam (President EAA)

RALF TERLUTTER, University of Klagenfurt (President-elect EAA)

MAGGIE GEUENS, Ghent University Reviewers (Key Note Presenter)

CHARLES R. TAYLOR, Villanova University (Editor, International Journal of Advertising)


Best Student Paper Award

The 9th ICORIA 2010 Madrid introduces this new award to a paper presented by a Ph.D. candidate. Theobjective of this award is to encourage young scholars in developing and pursuing their academic careers. The paper selection was based on the independent selection committee. The final winner and two commendationswill be announced at the Gala Dinner on June 25th, Friday.

Nominated papers (in alphabetical order)

BOERMAN, S.; SMIT, E.; VAN MEURS, L.Eye-catching: which factors of a magazine advertisement and its context can attract and hold visual attention?

CLAEYS, A.; CAUBERGHE, V.; VYNCKE, P.How personality traits affect crisis perceptions: an experimental test of the use of crisis response strategiesand the moderating effects of locus of control

CORNELIS, E.; ADAMS, L.; CAUBERGHE, V.The effectiveness of regulatory (in)congruency: the moderating role of the message’s rationality versusemotionality

G. THEODORAKIS, I.; STATHAKOPOULOS, V.As the ad marches bleeding rhetoric retreats: consumers’ emotions and attitudes towards simple andrhetorically constructed violent ads

LEWI, M.; DE PELSMACKER, P.Affect is an important factor in processing Alzheimer disease awareness messages

LÓPEZ, I.; RUIZ, S.; WARLOP, L.Identifying the best addressee when consumers share their emotions

PANIC, K.; CAUBERGHE, V.; VERHOYE, D.Targeting older consumers: exploring the advertising impact of the (subjective) age of models used inadvertising


SPIELVOGEL, J.; TERLUTTER, R.Children’s advertising literacy: do BMI, body shape perception and self-esteem matter?

WILLEMSEN, L.; BRONNER, F.; NEIJENS, P.The perceived usefulness of online consumer reviews

WILLEMSEN, L.; NEIJENS, P.; HENGEVELD, S.Suppression effect of trustworthiness on the relation between source expertise and online review attitude

Y. Y. CHENG, S.; BARNETT WHITE, T.; NGUYEN CHAPLIN, L.It’s not just about the brand, it’s about me: the effects of self-brand connections on brand evaluation followingbrand failure

Jury:

SHINTARO OKAZAKI, Universidad Autónoma de Madrid (Conference Chair)EDITH SMIT, University of Amsterdam (EAA Board)SANDRA DIEHL, University of Klagenfurt (EAA Treasury)


The 9th ICORIA 2010 Madrid Organizing Committee

SHINTARO OKAZAKI, Universidad Autónoma de Madrid (Chair)SARA CAMPO, Universidad Autónoma de Madrid JAVIER OUBIÑA, Universidad Autónoma de MadridNATALIA RUBIO, Universidad Autónoma de Madrid

Special thanks to our reviewers

Anca Cristina Micu Sacred Heart University (USA)Anne Martensen Copenhagen Business School (Denmark)Barbara Mueller San Diego State University (USA)Bradley Wilson RMIT University (Australia)Cristina Etayo University of Navarra (Spain)David Jiménez-Castillo University of Almería (Spain)David Roca Universitat Autonoma de Barcelona (Spain)Edith Smit University of Amsterdam (The Netherlands)Edward Malthouse Northwestern University (USA)Esther Rozendaal University of Amsterdam (The Netherlands)Francisco Costa Pereira Polytechnic Institute of Lisbon (Portugal)Franz-Rudolf Esch Justus-Liebig-Universität Gießen (Germany)Fred Bronner University of Amsterdam (The Netherlands)Fred K. Beard University of Oklahoma (USA)Guda van Noort University of Amsterdam, ASCoR (The Netherlands)Gunnar Mau Shoppermetrics-Hamburg (Germany)Gunter Silberer University of Göttingen (Germany)Hairong Li Michigan State University (USA)Hans Beentjes Radboud University Nijmegen (The Netherlands)Heribert Gierl University of Augsburg (Germany)Hilde Voorveld University of Amsterdam (The Netherlands)Inés López López Universidad de Murcia (Spain)Iñaki García-Arrizabalaga University of Deusto (Spain)Ivar Vermeulen VU University Amsterdam (The Netherlands)


Janas Sinclair University of North Carolina at Chapel Hill (USA)John R. Rossiter University of Wollongong (Australia)Jorge Verissimo Polytechnic Institute of Lisbon (Portugal)Lars Gronholdt Copenhagen Business School (Denmark)Lawrence Ang Macquarie University (Australia)Liselotte Hudders Ghent University (Belgium)Luuk Lagerwerf VU University Amsterdam (The Netherlands)Maarten Tolboom University of Amsterdam (The Netherlands)Margot van Mulken Radboud University Nijmegen (The Netherlands)María Ángeles Navarro-Bailón Universidad de Murcia (Spain)Marieke Fransen University of Amsterdam (The Netherlands)Mario de Pandelaere Ghent University (Belgium)Martin Eisend European University Viadrina (Germany)Martin Waiguny Alpen-Adria-University of Klagenfurt (Austria)Milica Milosavljevic Caltech University (USA)Moniek Buijzen University of Amsterdam (The Netherlands)Morikazu Hirose Tokyo Fuji University (Japan)Patrick de Pelsmacker University of Antwerp (Belgium)Paul Ketelaar Radboud University Nijmegen (The Netherlands)Peter Kerkhof VU University Amsterdam (The Netherlands)Peter Neijens University of Amsterdam (The Netherlands)Professor Jain University of Connecticut (USA)Ralf Terlutter Klagenfurt University (Austria)Ray Taylor Villanova University (USA)Rita Martenson University of Gothenburg (Sweden)Rosella C. Gambetti Università Cattolica del Sacro Cuore (Italy)Sandra Diehl Klagenfurt University (Austria)Scott Koslow University of Waikato (New Zealand)Sheila L. Sasser Eastern Michigan University (USA)Shintaro Okazaki Universidad Autónoma de Madrid (Spain)Tobias Langner Bergische University Wuppertal (Germany)Tom Reichert University of Georgia (USA)Wim Janssens Hasselt University (Belgium)


The 9th ICORIA 2010 Madrid Participants

First name Last name Email

Ulun Akturan [email protected] Pynt Andersen [email protected] Andreu [email protected] Ang [email protected] Añaños [email protected] Apaolaza-Ibáñez [email protected] Ayala [email protected] Bergkvist [email protected]ús Bermejo Berros [email protected] Bigné [email protected] P. Block [email protected] Boerman [email protected] Bronner [email protected] Brunner [email protected] Busljeta Banks [email protected] Carrillo [email protected] Castillo Díaz [email protected] Claeys [email protected] Clement [email protected] Clemente Mediavilla [email protected] Colliander [email protected] Cornelis [email protected] José Costa Pereira [email protected] De Pelsmacker [email protected] Dens [email protected] Diehl [email protected] Eisend [email protected] Etayo [email protected] Fransen [email protected] Gambetti [email protected] García de frutos [email protected]



Juan Carlos Gázquez-Abad [email protected] Gendel-Guterman [email protected] Grammens [email protected] Grinsven, van [email protected] Gui [email protected] Hakola [email protected] Hansen [email protected] Hartmann [email protected]ón Hérnandez Férnandez [email protected] Hirose [email protected] Hjalmarson [email protected] C. K. Ho [email protected] Huang [email protected] Imagbe Ile [email protected] Jiménez [email protected]ònika Jiménez-Morales [email protected] Kamal [email protected] Ilias [email protected] Kerkhof [email protected] Koeman [email protected] Koslow [email protected] Krengel [email protected] Küster-Rohde [email protected] Lado [email protected] Langner [email protected] Anne Lawlor [email protected] Shiem Leong [email protected] Leopold [email protected] Levy [email protected] Li [email protected]és López [email protected] Malthouse [email protected] Manzano [email protected]



Ewa Maslowska [email protected] Matukin [email protected] Meitz [email protected] Mensa [email protected] Merabet [email protected]ía José Miquel-Romero [email protected]é Molina-Castillo [email protected] Moorman [email protected] Mueller [email protected]ël Muntinga [email protected] Muzellec [email protected]Ángeles Navarro-Bailón [email protected] Neijens [email protected] Nyilasy [email protected] Okazaki [email protected] Opree [email protected]é Manuel Ortega Egea [email protected] Panic [email protected] Panigyrakis [email protected] Panopoulos [email protected] Percy [email protected] Irene Prete [email protected] Purnawirawan [email protected] Puttemans [email protected] Reinares [email protected] Riemer [email protected] Roca [email protected] Rossiter [email protected] Royne [email protected] Rudo [email protected] Ruiz Mafe [email protected] Sasser [email protected]ía Sicilia [email protected]



Martin Skov [email protected] Smit [email protected] Song [email protected] Spielvogel [email protected] R. Taylor [email protected] Terblanche-Smit [email protected] Terlutter [email protected] Theodorakis [email protected] Tolboom [email protected] Tutaj [email protected] Uribe [email protected] Uusitalo [email protected] Valli [email protected] Van Loock [email protected] Vanderhoek [email protected] Verhellen [email protected] Veríssimo [email protected] Villagra García [email protected] Vyncke [email protected] Waiguny [email protected] West [email protected] White [email protected] Zotou [email protected] Zurstiege [email protected]


the 9th icoria 2010kevin keller, henry robben and maggie geuens). the fourth edition of each of...

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